10 principles of good design according to Dieter Rams

  • Kamil Tatol

  • Mar 04, 2024

  • 3 min read

  • Mar 04, 2024

  • 3 min read

Kamil Tatol, CEO at Flying Bisons.

Kamil Tatol

  • Mar 04, 2024

  • 3 min read

Dive into the world of design from Dieter Rams's point of view, explore his 10 principles that define good design, and discover how they continue to inspire designers all around the world.

It’s 1970, and Dieter Rams has started to become increasingly interested in the world of things that surround him. He was aware that he played an essential role in the world he was helping to create; he was a designer, after all. But, one question about his job couldn’t stop bothering him. Namely, he asked himself, “Is my design a good design?”.

To find an answer to this question, Rams attempted to express what he believed to be the most important design principles. Since many of these principles are essential to the world of digital design, we will explain each of them based on our experience in designing digital products.

Rams’ principles of good design

Good design is innovative

At Flying Bisons, we know that innovation is all about embracing new technologies, materials, and methods to address issues in an original way. Technological development is always a good thing to look at since it creates ground-breaking opportunities for innovative design. Keeping the design innovative is crucial in digital products, mainly because of the ever-changing industry.

Good design makes a product useful

With the aim to create a truly useful product, we keep in mind that it is not only about functionality. Usefulness considers how people interact with the product in various contexts and strives to enhance their overall experience by implementing worthwhile solutions.

Good design is aesthetic

Aesthetic design is an integral part of a useful product that strikes us emotionally and affects our well-being. As a company that strives to create the best digital products, we know how important it is to gather elements such as harmony, balance, and coherence in form and function to create an excellent aesthetic design.

Good design makes a product understandable

Clarity and simplicity are crucial in creating easily understandable and usable products. Intuitive design, clear instructions, and logical layout allow users to navigate the product effortlessly, reducing the need for extensive learning or guidance.

Good design is unobtrusive

Exceptional design should effortlessly enhance user experience without drawing attention to itself. It should allow them to focus on their tasks without distractions or interruptions.

Good design is honest

Design should prioritise transparency and integrity, with a prime concern to ensure that products represent their capabilities and limitations in a realistic way, especially in a digital industry. Honest design builds trust and long-term user relationships based on reliability and authenticity.

Good design is long-lasting

As a group of experts in creating digital products, we pay attention to two things when designing for sustainability: durability and timelessness. A long-lasting product maintains its relevance and usability over extended periods, contributing to responsible consumption.

Good design is thorough down to the last detail

To achieve a cohesive and polished final product, every designer should pay solid attention to detail that reflects a commitment to excellence and quality in design. When creating digital products, we know that refining every aspect of the product and enhancing every part of the design are required.

Good design is environmentally friendly

Environmental-conscious design in terms of the creation of exceptional digital products means minimising resource consumption, reducing waste, and choosing eco-friendly materials and production methods. Sustainable design practices prioritise environmental responsibility and contribute to a healthier planet.

Good design is as little design as possible

As they say, less is best. As a company that specialises in user experience for digital products, we know first hand that minimalism emphasises simplicity. We focus on what’s important to the users and eliminate any unnecessary elements that may distract them from their goals. It’s about efficiency and usability as we aim to deliver elegant and intuitive products.


When it comes to the Rams' question, "Is my design a good design?" it is always important to remember that a good design is subjective and can't necessarily be measured. However, these principles have had a significant influence on product design and continue to serve as a valuable framework for designers all around the world seeking to create impactful and user-centred products. That's precisely why it can only be beneficial for any aspiring designer to keep Dieters' Ram principles in mind.

Kamil Tatol, CEO at Flying Bisons.

Kamil Tatol


Unleash Your
Digital Potential

- Today.

Join our list of clients. You’ll be in good company.

  • AMG logo.
  • KFC logo.
  • Booksy logo.
  • Ikea logo.
  • Bank Pekao logo.
One last step to join
our newsletter!
Thank you!

We’ve sent you a confirmation email.